Inside the Membership Launch Academy we work with our students to help them create profitable recurring revenue programs and scale those programs to 6 figures.
In doing this we have identified 7 key milestones to get there. In this episode I’ll go through these milestones with you!
If you can follow along and answer yes or no to all of the questions, then you will have a clear indication of where you need to focus next.
Thanks for tuning into this week’s episode of the Marketing Chaos Podcast! If this podcast has contributed to you in some way, it will likely help others, too. The way we can reach more people is by you heading over to iTunes, subscribing to the show, and leaving us an honest review. Your reviews and feedback will help us to continue delivering amazing content tailored for exactly what you need.
You’re listening to marketing chaos episode 1 0 3.
Hello, everyone. Welcome back to this show. I’m so excited about this episode. We are about to move into our new house and I’m excited about that to however, there are just boxes everywhere and I’m sore from moving and packing. Who knows what this, uh, feels like. Have you, have you had to move recently? I, my daughter’s even complaining. I’m like you have like packed nothing. Why are you complaining? But you know, it’s gonna be good. They’re are excited because they are getting a bunk bed. That is the big, exciting news for them. My husband and I are excited because we are getting each, uh, a separate office. And, you know, if I had my way, I think I would live like downtown ABB style where we each have our own bathrooms, bedrooms, living, quarters, like all of that. And then they kind of like connect and then, but you know, maybe that’ll be our next house.
We’ll be a castle. Anyway, this episode is gonna be really good. So I think you’re gonna wanna grab a pen, a paper, a notepad, if you have those cool new notepads that called remarkable. I really want one. Let me know. I wanna know how it is, but I think they look really cool cuz it looks like you’re writing on paper, but it doesn’t, uh, waste any trees. So anyway, this is gonna be a great episode for anyone who is creating a membership or a coaching program and you haven’t yet hit a hundred thousand dollars with that one or offer. So it is called the seven milestones to hit for a hundred thousand dollars membership success. And we work with our students inside the membership launch academy to help them create profitable recurring revenue programs so that they can and be earning recurring revenue. You know, we start at making them profitable and then we get them up to six figures.
And once you’re at six figures, you are ready to graduate the program. So some people do that super fast. Some people it takes longer depends on where you’re at, but a hundred thousand dollars off of one core program does not mean, you know, all of your courses, combined different memberships, different programs, it’s one core program. So as we go through these seven milestones, you’re gonna be able to answer each of these questions. So yes or no, to each of these sort of milestones and benchmarks. And then you’re gonna know if it’s a no for you that you haven’t hit that milestone. That’s the one that you need to focus on and start to, uh, get to that point where you are a yes and then move on to the next one. So we have seven milestones and each one of these, uh, goes sort of in order, although sometimes what will happen is you find yourself like you’re already at four, but you’re not where you wanna be revenue wise or number members.
You need to go back to one and make sure that these are really solid from the beginning. Cuz sometimes if you don’t have a solid foundation, like what you’ll is, you hit the ceiling, you hit this place where your, your program’s not growing. And um, it’s just slowly declining and we don’t want that. We want steady growth. Okay. So milestone number one is identifying who you’re working with in your membership. So who is it that you are serving and do you know their needs, their wants their desires better than they even know them themselves. And that is really key. So what problem are you helping your members solve? The most common thing that I find when coaches face facilitators that come into our academy is that they wanna serve everyone. And they think what I do is for everyone. So my membership is about helping everyone with everything, making you know, them have a better life in every way that doesn’t sell.
Everyone wants a happier, better life. Everyone sells a happier, better life in some way, right? Every, everyone, every program, every course is about that in some capacity. But you know what that doesn’t sell because people are just like, yeah, whatever, you know that doesn’t speak to them. That doesn’t make them go, you know, oh my gosh, are you reading my mind? How did you know that’s exactly what I needed. That’s exactly what I want and shut up and take my money, which is what you want them to be saying. So the benchmark here is where you can say yes or no to this question. I have a deep understanding of the, a perfect person for my program and I can speak directly to their needs and desires as well as both internal and external problems that they’re having. So if you’re saying yes to that, then you’re gonna move on to number two.
If you’re saying no to that, then this what you need to work on before you move any further. So internal and external problems internal are well, let’s start external. Anyone would be able to see this from the outside. So if I, you know, have a dog that is misbehaving, every time someone comes over, the dog jumps all over them, licks them and does inappropriate thing, you know, with the, that we don’t want them to do. Okay. Anyone can see that that’s an external problem. If I am in debt, if I am going through a divorce, if I am overweight, um, those are external problems anyone can see from the outside. So people have external problems. Um, they also however, have internal problems and those are the ones that they may or may not tell anyone. And that sometimes no one knows is occurring except for the person because they’re in bed at night by themselves trying to fall asleep.
And these are the thoughts, the feelings, the worries, the fears, the things that are going through their head that are on the inside. No one else may even know that this is going on and people have both internal and external problems. And if you’re in the personal development, empowerment space and you’re like, oh, I don’t deal with problems. I deal with possibilities. Yeah. Not having possibilities is a problem. Okay. So lack of possibilities is what I mean when we’re talking about problems. So if you’re in that space where you’re, you know, inviting someone, not from a place of, you know, their life is crap, but their, it could be better. It could be greater. The problem is that they don’t have that yet that they aren’t being that yet. Okay. So we, we use the word problem and I get it. It’s not the right word for all of you, but that’s a way to talk about what we’re talking about.
So are you clear on, and do you have a deep understanding of the perfect person for your program? Now, there’s going to be people who are interested in your thing, but they’re not your perfect person and you need to know why, why would they not? Why don’t it just take anyone in, well, you’re gonna know who is and who isn’t perfect for your program, usually based on, you know, people that try it and it doesn’t work for them or they’re, uh, you know, pain to work with, or they’re not getting the results or they’re not listening to you or they’re not taking on the advice. They’re not doing the work. They’re not showing up whatever the issue is. Right. So they’re just not the ideal person for you. And just knowing who’s right for your program and who’s not right for your program can help people love, um, the honesty when you say, Hey, you know what?
Like, I really can’t actually help you. There’s someone else I think is gonna be great, you know, better for what it is that you’re working on. People love that. And it, and it creates greater trust for, uh, the future. Whether they ever pay you or join your thing, or they may send someone else, you know, but it also is just a way to stay in integrity with you and not just try and, uh, serve everyone because you think that you can, okay, milestone number two is creating your irresistible offer. So this includes both the actual program or membership. So let’s say you identify by like, okay, I’m doing a, a 10 month fertility, uh, program, you know, coaching program that involves, you know, like lifestyle changes, diet, exercise, whatever, um, whatever you might offer in terms of what it is. And let’s say it’s 10 months and the, the target of the program is to like, get you in a place where you’re, you know, the most fertile possible.
So chances of you getting pregnant are, you know, exponentially. So that would be the program, the membership. But, um, I, when we say irresistible offer, it’s not just that, it’s also the positioning of the offer. How you talk about it. You know, you make it benefit driven, not just talking about the stuff they get. So talking about stuff would be like, you get a personalized, uh, eating plan, you get, uh, one-on-one coaching session with me E every month you get, uh, group, you know, um, facilitation or Q and a every month. Like that, that’s all stuff that they get, but people don’t care about stuff. No one cares about stuff. They get, they wanna know what’s in it for me, what’s the benefit of the eating plan. What’s the benefit of a Q and a, what’s the benefit? Why, why do I, why am I interested in that?
People aren’t gonna buy your thing just to get more stuff. Even if the stuff is really great stuff, they buy it for the results, the potential results that they think they’re gonna get. And when we talk about creating your irresistible offer, it should be an offer. This is the benchmark, okay? Yes or no. I have created an offer so good that my ideal customer would be crazy not to buy it. So when you are creating your offer, you wanna look at absolutely everything that you are like, you take your perfect person for your program, and you look at absolutely everything that they need to get the results, the desired transformation, the change, whatever it is that you are offering, every single thing they need, all of them. And you write it all down in bullet points and you look at how can my program solve this for them, with them.
And once again, when I’m talking about results and solving problems, I get that a lot of you are doing work with just general wellbeing, moral awareness, happiness, but you can actually look at how is life different when you have those things, when you are being those things and when you’re not. So how do they wake up? What’s the difference? When, before your program, how are they waking up? What are the thoughts going through their head? What does their daily life look like? How is their body feeling? How are their relationships, what is their bank account doing? And then they go through your program and then at the end, or say six months later, or a year later, or whatever it is, how are they waking up? What is their day? Like, what are their relationships like? What is their bank account doing? How does their body feel like all of those things?
That’s what I mean by results. Some of them are gonna be tangible. Some of them are gonna be things you can write down pinpoint. And some of them are not as easy to pinpoint, but definitely they, they would describe themselves differently on the first date. And the second state make sense. So creating your ear is resistible offer is number two. And that is the second milestone that we hit. So you know, that your offer is so good, it’s irresistible. They would have to be crazy not to take you up on it, not to buy it unless you are solving every single one of these problems in your program, you are going to be leaving money on the table. People are not gonna choose it and overcoming every single one of their objections, which is another part to creating your offer. So for instance, and, and, and connecting the dots for people.
So we think it’s obvious. Like I had someone in, um, in our, our, uh, membership launch academy, and she’s doing this work with people who they’re either write writers or they wanna become writers, but they’re basically she’s teaching them how to write, uh, and also using the power of writing, like the healing power of writing, just for the sake of writing. So really increasing their level of enjoyment of writing cetera. Um, and so I said, Hey, what’s one of the objections you get. And she said, you know, they can’t afford the program. And I said, okay, well, money is always an objection, right? For all of us, uh, money, no matter what your thing costs money is always, always comes up. So you need to know how you’re gonna handle that objection. So I said, look, it, if your program can either save them money or make them money, then that objection is no longer valid makes sense.
Right. So they’re gonna say, I can’t afford it. And you’re gonna say, you can’t afford not to, because it’s gonna save you this amount of money, or it’s gonna make you this amount of money. And she said, well, writing is free. Like you just write. And I said, yeah, but can it make them money? And she was like, oh yeah, they can make money writing. And I said, well, you need to, you need to explain that. That’s how you overcome that. Objection. Here’s a bonus top 10 ways to make money with your writing. Boom. There you go. So they come to you, they say, I can’t afford it. You say, guess what? I’ve about this extra bonus that shows you how to make money from the writing that you’re gonna do. That’s gonna pay for your investment done. All right. So your irresistible offer includes the actual program, but it also is how you position it, how you talk about it, benefit driven and all the bonuses that overcome all the objections that they have so that they know they would just actually be crazy not to buy it.
Okay. Milestone number three is all the key decisions about your membership. So we have a blueprint that we give our students, and it includes all of the key decisions. So they’re all in one place. So you make these decisions over time and you have them all in one place, and then you can revisit this blueprint. So some of these key decisions that you’re gonna make include, obviously the title and subtitle of your program or membership. So what it is that you are, uh, calling your thing, what it is you’re doing and big promise of it. So again, the transformation that you’re offering, so the transformation from where they are to where they wanna be, that’s the big promise. So it’s not about the stuff it’s about the change, the transformation, that’s the promise, the price, you know, monthly or annual or however amount of frequency you are charging them.
Usually we do a monthly price on an annual price, the style of membership. So is it open all the time for new members or is it a closed style membership where you have to wait until you open it in order to come in, um, your initial launch date, if you haven’t already started your membership. So when are you, when, when is your big party that you’re opening doors and knowing where the membership sits in the overall flow or funnel of your business. So, meaning if you have other offers, how does this program fit in with them? So sometimes you have a front end membership where it’s an entry point for people. Sometimes you have a backend membership where it is more of a continuation after something else, like a signature course or a workshop a three day, four day something, and then they wanna continue on with you.
So they go into your, your membership. Um, so where does it sit in the context of your overall business is one of your key decisions. So your benchmark for this milestone, number three, is that you have filled out your blueprint for your membership, with all of your key decisions on it all in one place. So you’re very clear of all of those key factors. Milestone number four is creating your launch plan. So how will you be inviting new members into your membership or program? What kind of sales event are you going to use? There are many different types of sales events and by sales events. I mean, it’s basically something that you’re gonna invite people to for free, that is going to provide value for them. It’s going to be created for your ideal customer, and it’s gonna be a great lead in to your membership or program.
So types of sales events include webinars, challenges, video series, just a simple flash sale sometimes works, or it can be where you’re offering it off the back of other program or a course or a workshop. In which case you’re basically simply telling people that have already bought this other thing. Here’s the next step? Join the membership, or is it a down sell or an upsell to a higher ticket program? So how are you going to launch and open and sell this program in the future? So the benchmark is yes or no to this question, I have a plan, including launch dates and sales events for grow us membership over the next year. Now I like to have a plan, but have it be changeable. So if you start down the road and the road isn’t working for you, you change directions, but at least you have a plan that you are able to pivot and change.
For example, if you wanna have your membership be closed and you wanna offer a sales event of a webinar in order to invite new members, how often are you going to do that? And what are those dates? Are you going to do one every month? Are you gonna do one every quarter? Are you gonna do it like once a year, twice a year. So having that plan, because the more frequent you open it, the less pressure on that launch, the more work it is. But in on one hand, because you know, doing a webinar is, is not no work, but doing one a year is a big deal. Like it’s gonna be a massive launch because it’s the only time you’re inviting people in for that whole year. So you’ll have more people joining you in that one event, but it’s a lot more sort of pressure.
Cuz if you don’t hit the numbers, then what do, what do you do? You know, you, you gotta kind of open it again. Uh, on the other hand, if you’re gonna do one every single month, then you’re doing all that work every single month. So it’s just a factor to can sitter. There’s not one better way or worse way. Of course you can also have your membership or program be open all the time, but then you’re facing the challenge of why should I join today when I can join tomorrow? It’s like, you always have to give people a reason to get off the fence and to take action. Otherwise they will literal just keep putting it off forever. So, and that’s just kind of human nature. It’s like, oh yeah, manana manana. Um, so number four, milestone four is creating your launch plan and having including dates and what type of events you’re gonna be offering for over the next year.
Right? Okay. Milestone number five is to actually launch your membership. Okay. So number four is the plan. Number five is getting people paying inside your membership and starting to work with them and getting results. So you’re going to create the core content with your founding members questions. So this is how I teach it is to like get the first group in and work with them, get them paying and working with you and create the content around what it is that they’re asking you for. So that you’re not creating content that they’re not interested in. That’s too above their head or below where they’re at. Like it’s perfectly suited for them. And it’s easier for you cuz they’re, you’re not having to guess and they’re giving you the questions. You’re actually providing them with the support live. And that way it’s really, it’s a mutual exchange of like they’re getting a really great rate for you for their am.
As founding members, you’re getting a lot of feedback and information and awareness that you can’t get anywhere else. No one can teach you that you have to learn that by working with people and having them in this initial founding, uh, members group is a great way to develop that core content and then using that information and having that core content, um, be you can, you know, rerecord stuff or whatever, if you want to make it more polished. But basically it’s gonna inform how you’re going to, uh, shape the membership for the future launches for your, you really know who you’re wanting to work with at that point. Your ideal customer is very clear and then you’re not gonna have to start over again. Every single time you have this core content that once somebody joins, they get access to now the length of the content, the amount of the content really depends on, you know, what you’re doing with people and how much you’re charging and all of that.
It could be as short as one video, or it could be a whole like, you know, course that they get inside the membership. Um, but bottom line is, uh, milestone number five is that you’ve actually launched and you have people inside paying your membership fees that you’re working with. So you have paying members, you’re gonna start also tracking all of your relevant metrics. Now, now, so the benchmark here is yes or no. I have opened the doors to my membership or program and I have paying members inside that I am helping get results and solve problems, internal and external with. And I’ve also started tracking my metrics. So if you are saying, yes, you already have a launch, your membership, you have people in there paying you. Even if it’s a small group, you’re tracking the metrics, you’re getting to know exactly what they are, uh, wanting and needing.
And you’re creating your core content and your ongoing content. Then you’re good to go to number six. So miles or number six is to build a simple sales funnel to lead to your membership, execute the sales strategy and assess the results. Now I know when I say funnel, some of you go like cover your ears. LA LA LA LA. I don’t wanna hear this. That’s a scary word. Funnels are very, very simple. When you get down to it, it’s simply a way it’s a customer journey. It’s what the adventure someone takes with you inside your business from start to finish. So the benchmark would be that you have a way to attract new leads. So we always need that. No matter how far along you are, how are you attracting new leads, new people from outside your current audience, nurturing them. So you have a way to nurture them and we nurture them with free content.
So like this podcast is a way I nurture my audience, both, uh, paying people. And non-paying people, obviously the, the podcast content is free. It’s a way to nurture people who don’t already know what I do. And you have a way to invite them into your membership or program. Okay? So the benchmark is you have identified and you are doing these things, attracting new leads, nurturing those leads and inviting them into your membership or program. And number two, you’re tracking everything. So you are clear on the amount of traffic and conversions. You need to hit your targets. That means, you know, that let’s say your conversion right is 10%. You know, if you need 10 or you want 10 new members that you need a hundred new leads, that is a metric that you will be able to see clearly over time, you’ll be able to see, okay, on average, you know, this is how many people I’m getting into my database, onto my email list every single month.
And of that list, uh, when I invite them with my sales event, this many people are taking me up on that sales event, like coming to the webinar, taking the challenge, whatever, you know, uh, watching the video series. And then this many people are buying, are purchasing the membership or the program, and you’ll have drop off at each of those points. And you’ll need to know what all the conversion rates are that I know is talking math and numbers, but it’s not that scary when you get into it, make it very, very simple. How many people at each step and how what’s the percentage, you know, that you have, uh, taking you up on each step versus dropping off at each step. And then you look at, you know, us assess, okay, you assess, where is it that we need to improve? Like, is it more traffic?
Is it a better conversion rate? Is everyone like coming into your database? But then they don’t ever buy or, or they’re watching you on social media, but then they never buy like, or are you, is it conversion rate doing really well? It’s like, if they’re on list or if they’re following you, listening to your podcast, whatever they’re doing, then they buy, but the traffic is low. So it means like you, you know, you just need to increase that amount of traffic. So knowing where to focus your energy milestone, number six is that you have created that simple sales funnel that we is to your membership. And the benchmark is you have a way to attract new leads, nurture them and invite them to your program. Okay, final one. You’re doing good. You’re doing good. This is a, this is a beefy episode. I hope I hope you guys are.
It’s not too much. You know, you can go to the show notes by the way, get the transcription. And, uh, if you got lost, so we’ll have all of this in the show notes, uh, milestone number seven is increasing your retention rate and implementing growth strategies. We’ll what do I mean by that? Okay. So retention rate means on average, how many people are staying in your membership and for how long. So you’ll have this takes, you have to run your membership for a while to get, you know, an accurate retention rate, but like our membership that has been running for two years, we know very accurately the percentage of retention and churn. So churn is like the inverse of retention. So like the amount that leaves every month, the percentage, and then the amount that stays and knowing, uh, exactly what that is on average allows you to make key decisions on how much you wanna invest, you know, in growing your membership, how many new members you need to invite, uh, each month or each quarter in order to either maintain or to grow, and then you’ll know what type of growth strategy you need or want to implement.
So the benchmark here, yes or no, I’m clear on what my members want, why they’re staying. And I know why the ones who have canceled have left. So the way we increase your retention rate is by making sure that people are getting what they came for and that they, when they leave, you know why they’re leaving and you take measures if possible to change stuff. So that, that doesn’t happen in the future. So the way you do that, uh, is by actively talking to your members so you can pull them, survey them, just literally ask them to go on the phone and have a conversation and ask them, you know, what is your favorite? A part? One of the questions I I asked is like, if we took away everything from this membership, except for one thing, what would you want us to keep? You know, what’s the one thing.
So you know, what their favorite part is. And then you can ask them too, like, what is it that you don’t really use or, or really care about that we’re doing in here? So, you know, like when you talk to enough of the ’em, you know, what the best parts of your membership is, why they’re really there. So a lot of times they’ll join for one reason, but they’ll stay for instance, because of the community that you’ve created and the connections that they’re making with the other members or with you, um, or they’ll stay for whatever reason. So, so knowing why they’re staying and if, you know, to like on average, people stay, uh, six months or nine months or 12 months or one month or whatever it is then, you know, okay. Either to make changes, uh, at, you know, the, the month before that.
So if it’s like, you know, everyone seems to drop off at month nine. It’s like, what special event can you do at month eight? You know, for them, what, you know, incentives, can you give them to, you know, and what what’s really going on there? Why are they, are they just done? Is that how long they need to accomplish what it is that they are doing, in which case that’s fine. Then you just know, okay, this is the length of the membership for that person. Doesn’t mean you, you stop it, you know, every nine months. But it means that if someone comes in, they’ll probably stay for nine months and then they’re gonna leave. So that is like, you just know that that is gonna be your turnover. Right? Right. So, um, nothing wrong in that case, it just is information. And that means you’re gonna always need to be bringing in PE new people, every, you know, on that nine month cycle, because they will be leaving.
Um, other memberships, people stay forever and you don’t, you know, and, and, and the majority is just like there for the length of the membership, however long you offer it. And some have a, a much shorter turnover rate. So making the program so valuable that people never ever want to leave. If you know why they’re there and you’re over delivering on what it is that they want. They’re not gonna leave. Like, no one in the history of anything ever has left because they’re getting too much value. They loving it and getting so much value from it. Think about Netflix now for the amount that you pay. I don’t even know what I pay now. It’s like, not very much, uh, how much value do you get from that subscription? Right? It’s like the amount of, uh, video, um, TV shows, movies, um, you know, the, the way it’s formatted, like the way you can, like, it shows you like, and it’s always new, right?
Like every day there’s new stuff, new stuff, new stuff. So it’s like the, the quantity and the quality of what you get compared to the cost. It’s just insane. It’s like, why would I, like, why would I ever give up my in Netflix, if they’re gonna keep doing what they’re, what they’ve been doing, I will never ever leave. Right? I mean, who knows, like maybe new technology and then new change, but, um, basically the way things are, if you are interested in TVs and movies, you’re gonna have, you know, Netflix like, right. Um, or something like that. So same thing with your membership, if you are delivering them crazy value and versus what they’re paying, they’re not going to leave. They are going to find you and track you down to change if their credit card expires or whatever, so that they never lose access.
So the way to make extreme wealth and never ever have a problem with money is to sell something that people never stop buy. That’s like the bottom line, how do you make your membership so good that they never wanna leave? And then you will never have to worry about money and people, anyone that comes in is just icing on the cake because you don’t have a retention problem. So that was a big boy of a episode. I’m just gonna recap the seven milestones. And again, check out the show notes there in wherever you’re watching this, you will see a link to this episode where you can grab, uh, the, the notes in case you wanna and, uh, review. So number one, you know exactly who it is you’re working with and what problem you’re helping them solve. So you have a deep understanding of your ideal perfect person for your membership or program.
Number two is creating your irresistible offer. That’s so good that your ideal customer would be crazy not to buy it. Number three is you have all your key decisions nailed down for your membership or program. So all of those key factors, title, price, big promise, style launch date, and you know, where it sits in the overall flow of the rest of your business. Number four is your launch plan. And you have a plan. Number one for growing this membership over the next year. Number five is launching and getting your membership up and running, having paying members inside. And the fact that you have the doors open and you have paying members in, and you’re helping them get results and solve problems, you have checked off, uh, milestone number five, milestone number six is to build a simple sales funnel that leads to your membership. And you are starting to, uh, track all of these metrics.
So you have a way to attract new leads, nurture them and invite them to your membership. So this funnel is working it’s up and running and you’re seeing conversions, and you’re also tracking. So you know exactly how much traffic, how many conversions you need to hit your targets. And milestone number seven is increasing your retention and implementing growth strategies. So you are clear on exactly what your members want, why they’re staying, and you know, if they leave, why they’ve left, you’re taking measures to make improvements and changes so that your membership is so good. They never ever want to leave. I hope that this was helpful to those of you who have not yet hit a hundred thousand dollars in membership success to help you get there. If you would like my team and my help and assistance, getting you there, go to work with Laurie marie.com and check out, uh, our membership launch academy. All right. Thanks everyone. I’ll see you next time. Bye. For now.